Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing, Institute of Business Administration (IBA), Karachi



Project Type

MBA Research Project

Abstract / Summary

Parhako is an Ed-Tech start-up that uses technology to help students learn more effectively. As a young company, Parhako is reconsidering its target demographic and entire outreach strategy. The goal of this research is to find the correct audience, teachers, and resources, as well as gamify the platform to promote student learning and engagement. The EdTech sector is a rich and competitive field with a rapidly rising market. Each platform is distinguished by its target audiences, who have varying learning goals. Focus groups and in-depth interviews were done to identify and understand Parhako's target demographic. Purposive sampling was used to choose the participants for the qualitative portion of the study. While there was a gender balance among the participants in the study, the volunteers were not picked at random, which might have biased the results. Due to the predominance of female responders, the quantitative analysis skews considerably towards a female perspective. Both primary and secondary research were used to construct the marketing strategy that resulted actionable insights and thorough competitive analyses acquired as a consequence of the study were used to construct a realistic and appropriate plan of action. A subset of pupils with certain qualifications Matric/Intermediate and O/A levels. This decision is based on the ease with which free internet materials may be found. The study proposes that Parhako continue to act as a platform for peer-to-peer issue resolution, based on our qualitative and quantitative research to understand consumer behavior of our target audience, as well as their challenges and preferences with regard to e-learning in Pakistan. Parhako may also market itself as an all-in-one resource master, quizzing platform, and academic league organizer. The marketing plan will almost totally revolve around digital and social media marketing. This is because the majority of Parhako's target audience is active on social media and uses it on a regular basis. This research focuses on what students anticipate from e-learning platforms and solutions, and how may utilize that information to plan for the future. Further research might focus on the issues that students confront and how to solve them through developmental and social projects.

Available for download on Wednesday, October 02, 2030